Bausch + Lomb, a leading global health and wellness company, announced the expansion of its Contact Lenses portfolio, with the launch of its new range of Lacelle coloured Cosmetic Lenses. The company has also roped in style diva Lisa Haydon as the brand ambassador for Lacelle coloured Contact Lenses.
A year after the successful introduction of Lacelle Colour in brown, grey, blue and violet, Bausch + Lomb’s Lacelle is now available in 36 different shades and patterns under the sub-brands Lacelle Premium, Lacelle Classic, Lacelle Circle, Lacelle Classic Grande, Lacelle Star and Lacelle Jewel.
The launch is part of Bausch + Lomb’s strategy to grow the cosmetic Contact Lens market, which is currently 12 percent of the overall Contact Lens market and registered a CAGR of 17 percent between 2012-14.
The new products would be available across 10,000 retail outlets in India. The company also plans to strategically promote Lacelle in non-metros and upcountry towns.
“With more than 60 percent of the market share, we are currently the leader in the Contact Lenses and Lens Care category, in the country. Lacelle lenses have been received very well by consumers across international markets. The launch of the new variants of Lacelle Cosmetic Lenses aims to offer Indian consumers the full palette of world class Cosmetic Lenses in 36 different colours, patterns and tonalities. This will help us to strengthen our position in the booming beauty products market and grow the overall Contact Lens market in India, where consumers are seeking trusted, best-in-class and innovative solutions,” said Sanjay Bhutani, Managing Director, India & SAARC at Bausch + Lomb India.
“As an actor, eyes are very important to the way we emote and express ourselves on-screen and in real life. They speak the unspeakable without uttering a word, and are a mirror to a person’s inner self. While, most people pay keen attention to eye make-up, some fun with the colour of your eye itself, is enough to lift up your natural look. You can accessorize your eyes with Bausch + Lomb’s range of coloured Contact Lenses, Lacelle to make heads turn and take notice of the sparkle in your eyes,” said Lisa Haydon.
According to a recent report on the Indian Contact Lens industry by Euromonitor International, an increased number of youngsters between the age group 18-30 years, are the primary consumers driving the growth of the Cosmetic Coloured Lens industry, which registered a CAGR of 17 percent between 2012-14.
“The average age of Contact Lens user is consistently going down. These days, people as young as 13 years of age are adopting lenses, to provide them an instant makeover and add to their convenience. By bringing in top of line products like Lacelle, we are offering a wide range of choices to consumers. With this expansion, we expect to grow the overall Contact Lens market at a rapid pace and establish Bausch + Lomb as a strong category player in the Coloured Lens segment,” saidIndranil Chakravarty, Commercial Director, Vision Care Business, Bausch + Lomb, India.
The new Lacelle lenses come with a unique intricate lace pattern and non-ionic material to resist protein build up. The lenses are priced between INR 1000 – 1200 for a month’s usage.